Ninety-four percent of all B2B marketers now engage through social media. Among the different social media channels, Twitter ranks amongst the most popular, with 84% of all B2B marketers using this it to reach out to prospects. Here are five tips on how marketers can increase the depth of their Twitter engagement:
Provide Interesting Content
Merely tweeting, even on a regular basis, is no guarantee for success. Success comes only when followers look forward to the next tweet and will most likely click on the embedded link rather than ignore it. This requires the links to offer content of great value. B2B marketers should tweet articles, links, short comments and other content that appeal to the interest of their target audience, apart from the usual list of webinars and whitepapers normally associated with B2B marketing.
Many marketers hesitate to link to third party content, as it leads prospects elsewhere other than the marketer’s home page. This is a mistake, as it reduces the scope of providing the audience with genuine and interesting content. The way out to retain such prospects is to retarget, or display ads on third-party websites to visitors who at one point clicked on the posted links. Such ads would place the brand or product in front of the targeted prospects.
Twitter offers many advertising options. One option is to promote tweets. This ensures that more people view the tweet, and creates a larger retargeting pool. This has a snowballing effect, leading to a cycle of more prospects, more retargeting ads and more prospects. Studies confirm than promoted tweets used in conjunction with retargeting lowers cost-per-lead by 50%.
Use Twitter Vine
Twitter Vine is a new feature that increases the possibilities of engagement. Vine is an ultra short, looping video of six seconds or less. It is possible to share Vine as video content, just as marketers share tweets. It is also possible to use Vine in many other creative uses to further the marketing effort, such as starting a conversation, providing a visual representation of the brand, product or service, creating excitement around a product, promote contests, and more.
Use Conversion Tracking Tools
Conversion tracking tools help measure the impact of your Twitter interactions. Such tools help the marketer identify users who clicked on a specific tweet and then went on to perform the call-to-action contained in the tweet, visited the website, or anything else. It helps to zero in on the tweets that work.
Measure Twitter Engagement
While conversion tracking tools are certainly imperative in understanding what content is resonating with your audience, measuring Twitter engagement is equally important. By measuring who is retweeting or @ responding to your tweets, you can determine who is not only reading your content but who is sharing it and engaging with it as well. Consider it another avenue you can use in building relationships with your prospects.